Louis Vuitton, the iconic French fashion house, is back as the title partner of the 38th America's Cup, sailing into a new era of innovation and inclusivity. This prestigious sailing event, often likened to the Formula 1 of the sea, is set to take place in Naples, Italy, between May and July 2027, marking its first Italian edition. The America's Cup, a 175-year-old tradition, is undergoing a significant transformation with the introduction of shared governance and a commercial structure known as the America's Cup Partnership. This new model empowers all participants in managing the event, moving away from the traditional defender-centric approach.
One of the most notable changes is the race's transition to a more stable biennial schedule, and for the first time, each team can field two boats. The first boat will be crewed by their core America's Cup squad, while the second will showcase the talents of rising stars from their youth and women's teams. Five teams are currently registered to compete in preliminary regattas this year: Emirates Team New Zealand, GB1, Luna Rossa, Tudor Team Alinghi, and K-Challenge.
Louis Vuitton's association with the America's Cup dates back to 1983 when they revolutionized the competition by introducing challenger elimination rounds, known as the Louis Vuitton Cup. This move opened the race to a broader range of teams, making it more accessible and exciting. Grant Dalton, CEO of the America's Cup event and Emirates Team New Zealand, praised Louis Vuitton's role in the modern America's Cup, emphasizing their commitment to a more modern and inclusive era.
Pietro Beccari, chairman and CEO of Louis Vuitton, expressed his enthusiasm for the brand's continued involvement, highlighting their shared experience in the cup's initial transformation in 1983. The official logo for the 38th America's Cup Naples 2027, designed by Gaston-Louis Vuitton, grandson of the founder, features a bold 'V' for Vuitton alongside the silhouette of the America's Cup trophy, affectionately known as the Auld Mug. The 'V' symbolizes victory, echoing the brand's famous tagline, 'Victory Travels in Louis Vuitton.'
To commemorate the occasion, Louis Vuitton is commissioning a trophy for the Louis Vuitton Cup, designed by silversmith Thomas Lyte, and creating two trunks for the Louis Vuitton Cup and the America's Cup. In recent years, Louis Vuitton has collaborated with major sporting events such as FIFA, the Ballon d'Or, the Rugby World Cup, the Australian Open, and the 2024 Olympic and Paralympic Games, solidifying its status as a global sports brand.
